Broadcast Beat Magazine 2017 NAB Show NY/SMPTE Special Edition - Page 76

TIME TO REINVENT MAM: HOW THE SMPTE INTEROPERABLE MASTER FORMAT LOWERS COSTS AND INCREASES EFFICIENCIES! By JAY BATISTA, GENERAL MANAGER, NORTH AMERICAN OPERATION, TEDIAL The ability to monetize content is the driving force behind success, or failure, for today’s media businesses. New opportunities and outlets to maximize program distribution seem to become available every week and success depends on quick adaptation. Everyone knows how difficult it is to support VOD, OTT and new services, and the industry standards committees have been focused on the problem of interoperability for decades. The effort to harmonize the Master Exchange Format (MXF) with the Digital Cinema Distribution format (DPX) and other international media exchange formats such as DPP, has result- ed in a new specification the SMPTE committee has labeled the Interoperable Master Format (IMF). Major producers and distributors such as Netflix and Sony Pictures have already standard- ized on IMF, pushing their suppliers to meet the new requirements for interchangeable content. IMF is basically defined as a distribution media format built upon tested and deployed standards that are further constrained to ensure media interoperability. IMF simplifies content distribu- tion because: • It makes media interoperable - Due to the 76 • Broadcast Beat Magazine • www.broadcastbeat.com • specification constraints, the codecs and XML files describing the IMF package are narrowly defined to reduce ambiguity in media recep- tion and distribution. It makes operations and workflows more effi- cient - The IMF definitions allow companies adopting them measurable cost reductions in storage and device operations. A title with all the related versions can easily be represented by logical descriptions rather than physical versions, thus reducing storage and process- ing requirements. To maximize these advantages, Media Asset Management (MAM) systems need to be able to offer an end-to-end IMF workflow that leverages the specifications without overloading processes with internal conversions or limitations in the content management structure. New version gen- eration needs to be managed efficiently to assure that no media is replicated until required. Different versions should merely reference the media mas- ters in unique compositions that include the addi- tional elements needed for new material, such as a localized version for the French speaking mar- ket with text insertions and audio and subtitles in French; another commercial version with different